Samuel Adams Octoberfest Makes Its Seasonal Return

BOSTON — Craft beer fans can dust off their lederhosen and dirndl as Samuel Adams is bringing their highly anticipated OctoberFest back to beer gardens, Oktoberfest celebrations, bars and restaurants across the country. With its classic roasted malt character and sweet notes of caramel and toffee, the fall seasonal, which was first brewed in 1989, is now among the brewery’s most award-winning, beloved and sought-after beers.

“Each year we look forward to brewing OctoberFest and toasting the 200-plus-year-old German tradition of Oktoberfest,” said Jim Koch, founder and brewer of Samuel Adams. “The return of OctoberFest symbolizes the return of fall and Oktoberfest celebrations across the country, and we look forward to hoisting thousands of steins this season.”

Samuel Adams OctoberFest will be the only American Octoberfest style beer poured in Munich during the 2016 Oktoberfest celebration. The beer is a deep red amber, medium-bodied märzen-style lager with a rich malt complexity, light Bavarian Noble hop note and a smooth, sweet finish.

Hoist a Stein

Samuel Adams National Stein Hoisting Competition is the pinnacle of autumn activities and will be held at hundreds of bars and at top Oktoberfest celebrations across the country. Feats of strength and agility are a common sight at Oktoberfest in Munich and since 2011 Sam Adams has been bringing this time-honored test of strength to the U.S., where hundreds of thousands people have competed across the country. The competition is exactly what it sounds like: competitors must hold a one-liter stein of OctoberFest straight out in front without bending their elbow or spilling any of the beer.

The top five male and female Stein Hoisting times nationally will win a trip for two to compete in the finals in Las Vegas on November 5, 2016. At Caesar’s Palace, the final hoist will determine the winners — one male and one female — who will reign as “America’s Stein Hoister of the Year” and win the Grand Prize of a trip for two to Oktoberfest in Munich in 2017. To find local Stein Hoisting competitions, visit

For those who prefer to hoist at home, Sam Adams is making it easy. Starting September 17th for two weeks, drinkers can compete in Samuel Adams’ inaugural 6-pack Online Hoist Challenge. Drinkers can grab a 6-pack and record their own video via Facebook Live of them hoisting the 6-pack and post publicly using #SamOfest, for a chance to win a trip to Las Vegas to watch the finalists compete and participate in the celebration. See complete rules at

For additional info and tips on how to start training for stein hoisting, competitors can visit

Tracking Down a Samuel Adams OctoberFest:

Samuel Adams OctoberFest is available nationwide through October in six-packs for a suggested retail price of $7.99 to $9.99; 12-packs of bottles and Sam Cans for a suggested retail price of $14.99 to $17.99; 16oz single cans for a suggested retail price of $1.99 to $2.49, and on draft.

OctoberFest is also available in the Fall Variety 12-pack, which includes Boston Lager, Hoppy Red and new brews Toasted Caramel Bock, Bonfire Blonde and Maple Ale. The Fall Variety 12-pack is available for a suggested retail price of $14.99 to $17.99, and 24-pack for a suggested retail price of $22.99 to $24.99. Price for each package varies by market.

To find where Samuel Adams brews are sold near you, visit:

Samuel Adams and Sam Adams are registered trademarks of The Boston Beer Company.


The Boston Beer Company began in 1984 with a generations-old family recipe that Founder and Brewer Jim Koch uncovered in his father’s attic. Inspired and unafraid to challenge conventional thinking about beer, Jim brought the recipe to life in his kitchen. Pleased with the results of his work, Jim decided to sample his beer with bars in Boston in the hopes that drinkers would appreciate the complex, full-flavored beer he brewed fresh in America. That beer was aptly named Samuel Adams Boston Lager, in recognition of one of our nation’s great founding fathers, a man of independent mind and spirit. Little did Jim know at the time, Samuel Adams Boston Lager would soon become a catalyst of the American craft beer revolution.

Today, The Boston Beer Company brews more than 60 styles of beer. It relentlessly pursues the development of new styles and the perfection of classic beers by searching the world for the finest ingredients. Using the traditional four vessel brewing process, the Company often takes extra steps like dry-hopping, barrel-aging and a secondary fermentation known as krausening. The Company has also pioneered another revolution, the ‘extreme beer’ movement, where it seeks to challenge drinker’s perceptions of what beer can be. The Boston Beer Company has been committed to elevating the image of American craft beer by entering festivals and competitions around the globe, and is one of world’s most awarded breweries at international beer competitions. As an independent company, brewing quality beer remains its primary focus. Although Samuel Adams beer is America’s leading craft beer, it accounts for only one percent of the U.S. beer market. The Boston Beer Company will continue its independently-minded quest to brew great beer and to advocate for the growth of craft beer across America. For more information, please visit

Samuel Adams, Samuel Adams Boston Lager, Samuel Adams OctoberFest and Boston Lager are registered trademarks of Boston Beer Company.

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